Hiding Suzukis to highlight their brilliance
Despite being awarded as the ‘Best Affordable Hybrid’ on the market, the Suzuki Swift wasn't getting the positive recognition it deserved.
In fact, whilst it was our job to launch the new Swift, research showed that existing owners loved the fact they were under the radar, and that they were proud to drive the ‘best kept secret on the road’.
It’s human nature that when you find a hidden gem like a restaurant, a new band, or a fashion label, you want to stay the only one in the know. Our campaign highlighted the extreme lengths that Swift owners would go to keep the brilliance of the car under wraps.
As well as the various ploys in the TV spot, our idea was brought to life natively in each touchpoint. Press ads appeared to be torn out, billboards were ‘graffitied’, and YouTubers were encouraged to press Skip – with Swift drivers trying, and failing, to keep a lid on their beloved Swifts a little longer.
As a challenger brand, we had to outsmart, rather than outspend, and punching above our weight creatively paid off.
Brand Affinity
Significant uplift in Suzuki’s affinity scores vs. category benchmarks across the UK.
Consideration
Direct increase in consumer consideration for Suzuki after the campaign.
Sales Above Forecast
Campaign impact translated into sales results exceeding all expectations.
